The Spring Festival in 2019 will be less than a month away. After we enjoyed the Double Eleven Double Twelve carnival, the Spring Festival is the last promotional festival of the year. So what are the plans for your store operation during the Spring Festival? Many sellers will choose to take a proper rest at this time, and a few sellers will insist on store operation and maintenance. So how do you make good use of the Spring Festival and sprint for the aftermath of the New Year? Below are a few suggestions, we can start the store operation from the following.
1. Store operation and promotion
At this time, the promotion cannot be like Double Eleven and Double Twelve. At this time, it is important to simmer slowly on low heat and drain accurately and efficiently.
A. How many babies to choose and what babies to use to promote
Generally, during normal operation, the operation is carried out according to the baby model with main recommendation and auxiliary promotion. At this time, we must appropriately reduce the number of promoted babies, focus on babies with long hot selling cycles, high conversions, good collection and purchase, and a lot of inventory, focus on the maintenance of old models and the promotion of new products, and make good connections with weight and treasures to prevent store traffic from fluctuating and falling.
B. Level
Levels affect store traffic, so when natural traffic encounters bottlenecks, you need to break through the store level. "The levels will definitely decline during the Spring Festival"? No, the trend of the entire market is declining, the transaction amount is declining, and if you have a small decline, then the level will not be miserable.
After the Spring Festival, you can delete the treasures that have not sold in the past month, and then edit and optimize and re-list according to the store's planning and positioning, and control the time of putting on and off the shelves and the number of new treasures. Only when the peak season comes, the car gradually increases its investment, can you have good data feedback. So what you are doing now is to lay a solid foundation for the express train and control it stably, so that you can keep up with the pace after the New Year, continuously improve levels and break through traffic.
C. Optimize keywords
To do a good job in a car, it is absolutely inseparable from optimizing keywords.
During this period, you should leave the main keywords for traffic. Such keywords can be displayed, clicked, collected and purchased well. Don’t leave too many long-tail words that everyone loves, because in the peak season, long-tail words can be displayed well, but in the season change stage, there will be much less display. At the same time, you need to explore potential words and season change words to get traffic. At this time, cultivate the weight of keywords, because relatively small competition makes it easier to operate.
D. Delivery time
How to operate the promotion time during this special period of the Spring Festival? You can first not change the previous promotion time, and then observe the changes in visitors entering the store.
According to the changes in visitors, focus on the high search and high click period, so that the baby can get better display and click.
E. Adjust bid
During this period, the competition is relatively small, and the price of keywords is also decreasing with the market, industry, and competition. You don’t need to spend money to operate. Just maintain the basic display, click and weight.
Weighting should not be taken lightly. High weight can only be done directly with a full-score direct train plan when you operate after the New Year. This is why you let everyone move first, otherwise everything will be done after the New Year. How much time do you have to spend to optimize keyword quality scores and accumulate weights?
F. Adjustment and optimization
After each adjustment and optimization are completed, you don’t care about it. If you want to laugh at the end, you must take out time to see the changes in the data and whether there are fluctuations, so that you can make timely adjustments according to the data.
2. Store dsr quality score
If you want your baby to have a good position and good exposure during peak season, then what you need to do now is to comprehensively improve the store service quality points and keep this indicator stable upward trend.
So to steadily improve the store service quality indicator, what aspects should we start from? A. DSR (described in detail below); B. Store returns and exchanges (the quality of the baby must be guaranteed, and the picture descriptions of sizes, details, etc. must be clear and realistic); C. Dispute situation (the baby's quality and customer service must be strong, actively face customer problems and resolve them properly).
"My store has a low DSR because I didn't take care of it during the Chinese New Year." I have heard this many times. Many friends do not pay attention to DSR and think it has no impact on the store. Is this really the case?
3. Store coupon distribution
If you want to have good results during clearance activities or season change, coupons are generally inseparable from them. Appropriate discounts or related combination discounts are good methods of operation.
For old customers, we can set up the amount of money that members spend during the New Year, and they can enjoy more discounts and gifts. During the New Year, there will be a New Year atmosphere. Discounts and gifts are great, and the conversion will be great.
4. Operate clearance activities
Everyone should be familiar with the clearance activities. Inventory accumulation may be caused by the following reasons: A. The style does not meet market demand; B. The promotion was not done well; C. The estimates for activities such as Double Eleven and Double Twelve are too high. So whether it is online or offline, I love to do this at the end of the year, clearing up as much inventory as possible, so as to celebrate the New Year or make more flexible plans for the market after the New Year.
5. Old customer maintenance
Customers repurchase multiple times will be a long-term benefit for the store, which is wealth: A. Drive the increase in sales; B. It can break zero in time when the store is new; C. Marking weighting behavior.
In view of the fact that express delivery suspension during the Chinese New Year will inevitably affect the sales of the store. At this time, old customers can be accurately placed during promotion. Repurchase of old customers is the most effective and direct natural traffic for the store. This is what I always say. Don’t ignore the maintenance of fans and don’t ignore old customers. You must pay attention to the stickiness between us and old customers.
The above 5 items are the techniques we can master in the operation of our store during the Spring Festival. In fact, store operations are a meticulous job and we need to simmer it slowly so that we can achieve the expected results. If you have any questions about e-commerce operations, you can leave us a message.
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